Summit US Sessions BCS_Thought Leadership The Critical Link Between Corporate and Product Messaging

Thought Leadership: The Critical Link Between Corporate and Product Messaging

Tuesday May 7, 2019 | 1:45 PM - 2:25 PM

Speaker(s):  Julie Ogilvie, Barry Vasudevan

Focus: Operationalize

Priorities: Corporate Messaging and Content; Portfolio Messaging and Content

Somewhere between the lofty aspirations of corporate messaging and the nitty-gritty of buyer messaging sits thought leadership. Informed by audience insights, market context and organizational purpose, thought leadership brings fresh insights to market in a way that makes the organization relevant to issues and trends. When done well, thought leadership becomes an ongoing thread that shapes innovation and fuels strong influencer relationships. In this session we’ll explore a process for building relevant and compelling thought leadership programs.

For Marketing, Sales and Product leaders:

  • Learn how to develop thought leadership programs that increase the organization’s relevance to major issues and trends in the market
  • Discover how audience insights can drive a richer and more relevant brand of thought leadership
  • Extend thought leadership into a variety of forms, fueling reputation, demand and sales success